Tata Housing spins a wheel

The creative involves a 12 feet charkha, with the progressive skyline as a backdrop.

Real estate company Tata Housing, in association with Arvind Estate, has launched an out of home campaign in Ahmedabad to promote its township at Vadsar, near Gandhinangar in Gujarat. The creative involves a 12-foot charkha, inspired by Mahatma Gandhi, at the Kankaria Lake of Ahmedabad, with Gujarat's progressive skyline as a backdrop.

The wheel is sculpted from scrap materials collected from various industries in and around the city. The small wheel in the creative indicates 'pols', the housing clusters from which Ahmedabad has gradually grown. The skyline depicts the evolution of real estate in the city, tracing the transition from small housing apartments to modern townships. The larger wheel symbolises industrialisation, relating to the growth of real estate and the automobile industry hub clustered around the outskirts of Sanand. The belt here is the binding link between industrialisation and real estate.